Peer-to-Peer Fundraising Success: Paws With A Cause®

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Author(s): Samantha Adler (Grand Valley State University, USA)and Heather Carpenter (Grand Valley State University, USA)
Copyright: 2015
Pages: 41
Source title: Cases on Strategic Social Media Utilization in the Nonprofit Sector
Source Author(s)/Editor(s): Hugo Asencio (California State University – Dominguez Hills, USA)and Rui Sun (California State University – Dominguez Hills, USA)
DOI: 10.4018/978-1-4666-8188-0.ch002

Keywords: Business Science Reference / Media & Communications / Public and Sector Management / Social Networking

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Abstract

Peer-to-peer fundraising through social media has gained popularity within the last few years. This case discusses the process one organization, PAWS With A Cause®, took to create and implement a highly successful online peer-to-peer fundraising campaign using the DonorDrive® software. The organization encountered many successes during the campaign due to strong social media planning and infrastructure, a long history of donor support, as well as momentum from constituents who truly cared about the organization. The organization also encountered challenges during a 10-day campaign of training donors who were not tech savvy how to use the DonorDrive® software, gaining staff buy in for social media, and distributing social media responsibilities across the organization. Ultimately, the campaign exceeded its goal and raised over $60,000.

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